Henkel’s got2b turns hair colour into a summer cooling solution with new campaign via I&S BBDO Japan
Henkel Japan has launched a 'COOL COLOR' campaign for its got2b hair dye brand, suggesting that lighter hair colors can help reduce heat absorption during extreme summer temperatures. The campaign uses thermal imaging and scientific experiments to position hair color as a practical climate adaptation tool.
Why it matters
It represents a novel marketing strategy that blends consumer beauty products with climate change adaptation, potentially shifting how brands address environmental concerns.
Tokyo, Japan – Henkel Japan’s hair colour brand got2b has teamed up with I&S BBDO Japan to launch “COOL COLOR,” a campaign that repositions hair colouring as a practical way to stay cooler during Japan’s increasingly extreme summers.
The article reports on a corporate marketing campaign using neutral, descriptive language without political or social agenda.
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